Development and implementation of an online marketing strategy for the launch of a new business

Wael Hannachi

Master's thesis

Abstract:

This paper aims to showcase the development, execution and assessment of an online marketing strategy created for launching a new business and comment on its importance for companies’ survival. Through literature reviews about the topic of online marketing and a situational analysis of the company, the online marketing strategy for the launch of the start-up “Roost” was developed. There was a need to rely on secondary data collected from world-renowned market research companies and the competition’s social media accounts to perform the situational analysis and the quantitative research. Later, an assessment of the strategy implemented was performed by relying on data gathered through qualitative research, such as usability testing and customer satisfaction surveys. Throughout the assessment phase, several tests were performed, and the data collected were analysed to provide conclusions and recommendations for the business. The business’s launch was successful, and the objectives were met and exceeded by executing the marketing activities prepared for introducing “Roost” to the Tunisian market. There was an opportunity to compare the situation the company was in during the implementation of the online marketing strategy and months after it stopped. After halting the plan’s execution, the launch results and the company’s current position showcase the importance of a clear and solid online marketing strategy for new businesses. It has the opportunity to make or break a start-up, and “Roost” is an excellent example to demonstrate that. The recommendations of this paper, if implemented, should revive the company and put it back on the market.

Abstract:

This paper aims to showcase the development, execution and assessment of an online marketing strategy created for launching a new business and comment on its importance for companies’ survival. Through literature reviews about the topic of online marketing and a situational analysis of the company, the online marketing strategy for the launch of the start-up “Roost” was developed. There was a need to rely on secondary data collected from world-renowned market research companies and the competition’s social media accounts to perform the situational analysis and the quantitative research. Later, an assessment of the strategy implemented was performed by relying on data gathered through qualitative research, such as usability testing and customer satisfaction surveys. Throughout the assessment phase, several tests were performed, and the data collected were analysed to provide conclusions and recommendations for the business. The business’s launch was successful, and the objectives were met and exceeded by executing the marketing activities prepared for introducing “Roost” to the Tunisian market. There was an opportunity to compare the situation the company was in during the implementation of the online marketing strategy and months after it stopped. After halting the plan’s execution, the launch results and the company’s current position showcase the importance of a clear and solid online marketing strategy for new businesses. It has the opportunity to make or break a start-up, and “Roost” is an excellent example to demonstrate that. The recommendations of this paper, if implemented, should revive the company and put it back on the market.

Keywords

strategy, digital marketing, start-ups, situational analysis, implementation, new business, online marketing strategy, development

Keywords

strategy, online marketing strategy, implementation, new business, digital marketing, start-ups, development, situational analysis

Language used: English

Date on which the thesis was submitted / produced: 30. 8. 2022

Thesis defence

• Date of defence: 15. 9. 2022
• Supervisor: Václav Stříteský
• Reader: Jan Mareš

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / Management